Consumer Preferences in Rainwear: A Study of Design, Price, and Loyalty Factors

Purva Viral Patel, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.

Dr. Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.

Abstract

This study, titled "A Comprehensive Study of Consumer Behaviour in Rainwear," employs a mixed-method approach to analyse the key factors influencing consumer purchasing decisions in the rainwear market. Combining quantitative surveys and qualitative interviews, the research examines variables such as price sensitivity, brand loyalty, design preferences, product functionality, and peak buying seasons. The quantitative data provides statistical data into customer priorities while qualitative findings offer a deeper understanding factors driving these choices. Users are more willing to spend extra money for well-known brands they trust but are likely to shift brands that provide better offers. Additionally, customers attempt to balance performance and design which significantly impacts buying. These results have practical value for brands focusing on adjusting and evolving their product development and marketing approaches to align with shifting consumer demands.

Keywords

Consumer behaviour, rainwear, factors affecting purchase, price, functionality, design, brand loyalty, peak season of buying

Introduction

A raincoat is an outer garment that is waterproof and is worn to shield the user from precipitation. Usually composed of polyester and nylon, it is frequently treated or coated to improve water resistance and provide comfort and dryness in rainy conditions. The market for raincoats is growing because of growing urbanization, unpredictable weather patterns, and growing awareness of weather protection. Growing disposable budgets have prompted buyers to look for solutions that are both fashionable and long-lasting. Trends in travel and the outdoors also increase demand. The increase in online buying has made markets more accessible, which has greatly contributed in the expansion of the raincoat market worldwide.

Rainwear market worldwide

The global rainwear market size was valued at USD 3,864.7 million in 2022 and is expected to register a compound annual growth rate (CAGR) of 5.5% from 2023 to 2030. The market is primarily driven by the increasing fashion trend of wearing rainwear as well as the expanding use of rainwear by working people worldwide. Rainwear has grown in importance as a fashion statement, especially among millennials. The rising number of working women, increased outdoor activities, and a growing trend in fashionable rainwear are expected to drive raincoat market growth. Women held 39.3% of the global labour force in 2021, boosting demand. Sales and manufacturing of rainwear was negatively affected during the COVID-19 pandemic due to store closures brought on by lockdown in infected countries particularly China, and India among others.

Raincoat Industry in India

In 2024, the Indian raincoat market was valued at approximately USD 113.76 million, with projections indicating a compound annual growth rate (CAGR) of 9.8% from 2024 to 2031. The Indian raincoat industry is growing rapidly due to urbanization, rising outdoor activities, and greater health awareness. E-commerce expansion and over 969 million internet users in 2024 have boosted online rainwear sales. The waterproof textiles market reached USD 89.42 million in 2024 and is projected to grow at a 5.91% CAGR through 2033, driven by fabric innovations and demand for durable clothing. Key players include Zeel, Quechua, Wildcraft, and Citizen.

Existing consumer behavior on rainwear industry

Consumer behaviour in the rainwear industry is shifting as more people engage in outdoor activities and seek rainwear that balances performance with style. The growing interest in hiking, cycling, and adventure sports has led to increased demand for functional, lightweight, breathable, and packable rainwear. Social media also plays a key role, encouraging consumers to choose products that align with active lifestyles and look good in photos. At the same time, fashion is becoming a significant factor, with rainwear evolving beyond utilitarian use into trendy, everyday wear. Vibrant colours, bold patterns, and street-style influences are making rainwear a fashion statement, especially among younger consumers.

Regional trends also influence the market, with the Asia-Pacific region showing strong demand due to frequent monsoons, growing urban populations, and rising disposable incomes. These evolving trends indicate a clear consumer preference for rainwear that is functional, stylish, and environmentally responsible.

Literature Review

Bougourd, J., & McCann, J. (2017) This research talks about the design of water proof and water-resistant clothing for wearer comfort in context of circular economy and some of the issues a designer will need to address to make products ecological acceptable to include the specification of requirements, design, and evaluation. Priority is given to the design, fit and features necessary to protect the user from water and criteria for comfort are identified to help in the evaluation of a single garment or layered clothing systems.

Lomax, R. (1984) The paper suggests despite advances in coating materials like polyurethanes, acrylics, and silicones, coated fabric manufacturing methods remain largely unchanged. These coatings block fabric pores to protect against elements, unlike chemical finishes. Innovations have broadened applications, enabling coatings on delicate fabrics, thereby expanding uses in apparel, especially protective and high-performance clothing.

Hoagland, H., & Morrow, B. (2000) Research discusses the newly discovered feasibility of using flame-resistant (FR) rainwear in high fault current switching application including data and comparing several popular rainwear materials in their performance under electrical arc conditions. Some rainsuits tested on mannequins can withstand 30,000 A arcs without igniting, making them suitable for dual use as switching jackets in plants and on-line trucks.

Alderson, A. (2015) Research says that during trek 'cagoules' had none of the waterproof and breathable qualities of today's rain wear. If jacket was waterproof, it was not breathable, and vice versa so you eventually get soaked from the inside due to sweat. These inconveniences brought discomfort and danger since a wet climber eventually becomes a cold climber, which can lead to hypothermia.

Ueda, Hiroyuki & Inoue, Y. & Havenith, George. (2005) Research says maintaining thermal comfort requires balanced skin temperature and moisture, aided by effective sweat evaporation through fabric and clothing apertures. As sweat rates vary by body region and individual factors, clothing should allow region-specific ventilation. This study explored how a back-aperture in rainwear enhances ventilation and convection to improve comfort, especially considering the limited breathability of traditional rainwear.

Antad, S., et al., (2023). Research suggests the proposal and development of an IoT -based smart bag with an integrated security system and rainwear. The smart bag is equipped with various GPS module. Additionally, the bag is equipped with a rainwear system that contains an inbuilt raincoat at the back section. The bag is connected to the internet through the GSM module and can be used for various applications.

Weder, M. (1997) EMPA published an extensive study on 36 rain jackets. Testing and evaluation have been concentrated on the points of emphasis physiology and weather protection. Study suggests thermo-physiological wear comfort, be the focus but also much more attention should be given to weather protection, durability, and ecological aspects.

Kim, J., & Lee, J. (2014) Research identifies consumer needs and a pattern sensory evaluation of jacquard fabrics for raincoats using quick-drying-absorbing polyester. Results show need for improvement in front fastener type, cuff fastener, mesh patch position, and raincoat pocket position. The most important parameter in raincoat fabric was waterproof. Other parameters were vapor-porous/water repellent, design, colour, fashionability, air-permeability and easy-put on/off.

Objectives

To study the buying behavior of rainwear among consumers
To study the various factors affecting purchasing behavior
To study how various factors are correlated while purchasing rainwear

Research Methodology

This study is aimed to understand the consumer purchasing behaviour in rainwear and various factors affecting it. Qualitative as well as quantitative study has been done via a structured questionnaire consisting of 13 questions through google form. The primary data in this research has been collected through a structured questionnaire consisting of close ended questions.

Research Design

A research design is a framework or blueprint for conducting a market research project. Research design is generally categorized as exploratory or conclusive. Here a mix of Exploratory research and Descriptive Research has been used. Conclusive research design which is a part of descriptive research has been applied. It involves observing and describing the behaviour of a subject without influencing it in any way. A mixed methods approach is used, combining both qualitative and quantitative research methods. Qualitative data is collected through interviews and existing literature, while quantitative data is collected through a structured questionnaire google form.

Sampling Design – probability sampling

Probability sampling refers to the selection of a sample from a population, when this selection is based on the principle of randomization, that is, random selection or chance. For this research, Simple Random Sampling is used where each member of the population has an equal chance of being selected.

Data Analysis Tools

To analyse the primary data collected from the respondents through a questionnaire to test various hypothesis, the three most used data analysis tools were used. They are JASP, Microsoft Excel and Google form responses (pie chart)

Limitation of the study

The sample size is limited to only 100, hence it may or may not be represented with major covered area. This study was very time constrained and it is conducted in only 4 months.

Data Analysis and Interpretation

Quality Features vs. Price Sensitivity

H0: Improved quality and recommended features do not significantly affect a consumer's willingness to pay a higher price for rainwear.
H1: Improved quality and recommended features significantly affect a consumer's willingness to pay a higher price for rainwear.

Interpretation

The Pearson’s correlation (r = 0.011, p = 0.004) indicates significant relationship between improved quality and willingness to pay more for rainwear. Therefore, we reject the null hypothesis, concluding that quality features significantly affect consumers’ price sensitivity in this context.

Recommendation Influence vs. Brand Preference

H₀: Recommendations from others do not significantly influence the consumer’s brand preference.
H₁: Recommendations from others significantly influence the consumer’s brand preference.

The Pearson’s correlation (r = 0.556, p < 0.001) shows a strong, statistically significant relationship between recommendations from others and brand loyalty. Therefore, we reject the null hypothesis and conclude that recommendations significantly influence consumers’ brand preference when purchasing rainwear.

Price Vs functionality

H₀: Consumers do not rate price significantly higher than functionality when purchasing rainwear.
H₁: Consumers rate price significantly higher than functionality when purchasing rainwear.

The Pearson’s correlation (r = 0.611, p < 0.001) indicates a strong, significant positive relationship between price and functionality ratings. This suggests that consumers who value functionality also tend to value price similarly. Therefore, we reject the null hypothesis and conclude that consumers do not rate price significantly higher than functionality.

Findings

Findings suggest that most responders belonged to the age group 18-24 and were male students and employed personnels who purchase rainwear once a year and prefer classic and minimalistic design. Research tells us that quality features do not significantly affect consumers’ price sensitivity in this context, recommendations significantly influence consumers’ brand preference when purchasing rainwear.

The study also suggests that consumers who value functionality also tend to value price similarly. Therefore, consumers do not rate price significantly higher than functionality and conclude that consumers are not significantly likely to switch brands based on improved features.

Suggestions

Based on the findings of this study on consumer behavior in the rainwear market, here are three strategic recommendations for brands.

Build trust and loyalty: Recommendations significantly influence brand preference, especially among young students and employed professionals, brands should implement referral programs and encourage user-generated content. This approach can enhance brand credibility and attract new and recurring customers.

Highlight Functionality and Value for money: Brands should focus on offering durable, high-performance rainwear at competitive prices. Highlighting these aspects in marketing campaigns can appeal to the target demographic's practical considerations.

Maintain Consistent Branding: Establishing a strong, consistent brand identity can foster loyalty. This strategy can mitigate the impact of competitors' innovations and maintain customer retention.

By implementing these strategies, rainwear brands can align with consumer preferences and enhance their market position.

Conclusion

This study utilized a mixed-method approach combining quantitative surveys and qualitative interviews to examine key factors influencing consumer purchasing decisions in the rainwear market. The research focused on variables such as price sensitivity, brand loyalty, design preferences, product functionality, and peak buying seasons. Findings revealed that consumers are more willing to spend extra money on well-known brands they trust but are also likely to switch brands that offer better features at a similar price. Additionally, customers seek a balance between performance and design, which significantly impacts their purchasing decisions. The study also identified defined patterns in buying behavior, with signifying no specific time of buying rainwear.

References

Bougourd, J., & McCann, J. (2017). Designing waterproof and water repellent clothing for wearer comfort—A paradigm shift. In Elsevier eBooks (pp. 301–345). https://doi.org/10.1016/b978-0-08-101212-3.00011-3

Lomax, R. (1984). Recent developments in coated apparel. Journal of Coated Fabrics, 14(2), 91–99. https://doi.org/10.1177/009346588401400204

Hoagland, H., & Morrow, B. (2000). Using rainwear as switching jackets: a reasonable solution for electric arc exposure. IEEE Transactions on Industry Applications, 36(5), 1241–1246. https://doi.org/10.1109/28.871270

Alderson, A. (2015). Sports Tech: Outdoor fabrics. Engineering & Technology, 10(1), 84–85. https://doi.org/10.1049/et.2015.0134

Ueda, Hiroyuki & Inoue, Y. & Havenith, George. (2005). The influence of a back opening on clothing ventilation in rainwear. The 11th International Conference on Environmental Ergonomics, Ystad, Sweden. 411-415.

Antad, S., Kharare, C., Kharat, J., Khanvilkar, O., Kharat, A., & Kharat, K. (2023). An IOT-Based Smart Bag with Integrated Security System and Rainwear. IEEE, 1–5. https://doi.org/10.1109/icbds58040.2023.10346331

Weder, M. (1997). Performance of Breathable Rainwear Materials with Respect to Protection, Physiology, Durability, and Ecology. Journal of Coated Fabrics, 27(2), 146–168. https://doi.org/10.1177/152808379702700207

Kim, J., & Lee, J. (2014). Consumer Needs and Pattern Sensibility of Jacquard fabrics for Raincoat. Fashion & Textile Research Journal, 16(4), 645–652. https://doi.org/10.5805/sfti.2014.16.4.645